Hovis adapted a creative legacy to achieve a rapid share turnaround

Hovis is Britain’s most famous bread brand, but in 2008 it was losing share and perceptions of it as healthy and natural had waned.

Hovis adapted a creative legacy to achieve a rapid share turnaround

Andy Nairn

Marketing textbooks rightly emphasise that advertising is a long-term investment. But, in these difficult economic times, when clients are increasingly looking for immediate success, it's important to recognise that communications can have very powerful short-term effects too. This case study charts the remarkable turnaround experienced by British bread brand Hovis over the past 12 months, and relates how a famous advertising campaign was at the heart of this success story.


Hovis is Britain's most famous bread brand. Founded 122 years ago, it had...

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